$1.8 Million in New ARR
John Selvinraj
Mentis Data (Now rebranded as Mage Data) is the leading solutions provider for data security and data privacy software for global enterprises. Top Swiss Banks, Fortune 10 organizations, Ivy League Universities, and Industry Leaders in the financial and healthcare businesses protect their sensitive data with the Mage™ platform for Data Privacy and Security.
Location: New York, USA
Industry: SaaS
Challenges
The competition between Mentis and its industry counterparts can be likened to the biblical tale of David versus Goliath.
Mentis, a bootstrapped company, has received accolades from both analysts and customers.
Meanwhile, established players such as IBM and Informatica possess substantial financial resources.
Thus, engaging in direct competition with these giants would likely prove ineffective.
The primary challenge, therefore, was to generate revenue in this context.
Strategy
In our Google Ads strategy, we concentrated on competitors’ specific campaigns, as we believed they would have a higher likelihood of generating sales and a shorter sales cycle.
For our Search Engine Optimization (SEO) approach, we targeted long-tail variations of high-intent non-branded search terms, as shorter seed keywords were already dominated by industry giants such as IBM and Informatica.
Furthermore, we collaborated closely with our North American sales team to implement a multi-channel Account-Based Marketing (ABM) strategy, ensuring we engaged with qualified leads from our target accounts throughout their entire lifecycle.
Outcomes
$1.8 Million - Net New ARR
$3.3 Million - New Pipeline Generated
33% - CPL Reduction
10% - Sales Cycle Reduction
I worked with John for several years. He approached every conversation and project professionally and reliably. He has deep digital marketing knowledge and is always ready to take on new challenges and showcase his digital passion. John is smart and creative and his ability across all of digital marketing is more than impressive. I would highly recommend him to help any organization wanting to take its digital marketing to the next level.
Harriet K. Schneider - CMO, Mage Data
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Posted Oct 10, 2024
As a bootstrapped company, we competed with giants like IBM by focusing on competitor Google Ads, long-tail SEO keywords, and ABM to engage qualified leads.
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